How should you promote video content on Instagram to build brand awareness and drive customer action?

Members recommend posting video content as **Reels** — they can perform well organically. However, be aware that **you cannot currently promote Reels directly through Instagram's paid promotion tools**, so the approach differs from standard feed ads. One member noted they had recently checked with their ads team about whether this capability had changed, so it's worth verifying the current state of Reels promotion.

For broader social video reach, members also suggest **expanding to TikTok** in parallel, though this requires a different content strategy and tone.

Key points: - **Reels** — can perform well without paid promotion, but timing and content matter - **TikTok** — recommended as a secondary platform for video promotion (though adjust your content style accordingly) - **Paid promotion** — currently limited for Reels; consider whether standard feed ads or other formats suit your goal instead

One member shared they had a pre-order registration video and were concerned about visibility with a small starting audience, which is a real risk — organic Reels reach may be limited with a small follower base. The limitation on Reels promotion means you may need to build initial traction through consistent posting and cross-platform sharing rather than paid amplification.